St John Ambulance and Fire and Emergency have been called to an incident at Piha where a man was injured in a fall.

The man, who was in his 50s, was taken to Auckland City Hospital by Westpac Rescue Helicopter in a serious condition.

He fell from a rocky cliff at the northern end of Piha Beach just after 8am today.

Paramedic Chris Deacon said the man was taking a photograph when he fell "probably eight to 10 metres" on to the sand below.

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The man fell from the rocky cliffs at the northern end of Piha beach. Photo/Westpac Rescue Helicopter Trust
The man fell from the rocky cliffs at the northern end of Piha beach. Photo/Westpac Rescue Helicopter Trust

"He said the earth rotated under him...his wife was less than impressed."

The man had a number of injuries, Deacon said, which were "moderate to severe".

Deacon, who is an intensive care Paramedic, described the man as "fit, healthy and quite muscular".